Casado, Miguel ÁngelGuimerà, Josep À.Bonet, MontsePérez Llavador, JorgeProducción Científica UCH 2023UCH. Departamento de Comunicación e Información PeriodísticaUCH. Grupo de investigación de "Nuevas Narrativas, Medios y Audiencias (NMA)"2024-09-262024-09-262023-09Casado, M.A., Guimerà, J.À., Bonet, M. & Pérez Llavador, J. (2023). Adapt or die?: how traditional Spanish TV broadcasters deal with the youth target in the new audio-visual ecosystem. Critical Studies in Television: the international journal of television studies, 18(3), 256-273. https://doi.org/10.1177/174960202210769831749-60201749-6039 (Electrónico)http://hdl.handle.net/10637/16231Este recurso no está disponible en acceso abierto por política de la editorial.This paper analyses the way in which traditional broadcasters are reorienting their strategy to reach young audiences. From this starting point, we analyse the three specific offers launched very recently by Spain's leading audio-visual groups for youth audiences. The online platforms constitute an attempt to compete with the new internet-distributed video offerings that are gaining increasing ground across the world. These platforms (Flooxer from Atresmedia, MTMAD from Mediaset and PLAYZ from TVE) have contributed to the adaptation of their company groups to the new environment in order to get closer to this hard-to-reach young audience.enrestricted accessMedios de comunicación de masasMass mediaEspañaSpainTelevisiónTelevisionEstudio de audienciaAudience researchJovenYouthServicio públicopublic serviceArtículohttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.es